Monsanto: Southern Land Legacy
Assignment: When farmers plant B.t. enhanced corn, the EPA also requires that they plant a refuge - a percentage of their fields with non-traited seed - to prevent bugs from developing a resistance to the technology. In the South, compliance is incredibly low. As a leader in the seed field, the responsibility falls on Monsanto to increase compliance.
Key Insight: We created a campaign based on similar actions taken by recycling proponents. Before blue bins were introduced, compliance was low. Once it became obvious, through the use of colored trash cans, who was and wasn’t recycling, compliance skyrocketed as people feared what their neighbors might think.
By focusing on the idea of “supporting your community through refuge planting,” the Southern Land Legacy was created to publicly recognize and honor those farmers who planted a refuge for the good of their farms and communities, and hold them up as community role models.
Creative Direction: Brad Hauck
Art Direction: Tyson Foersterling
Art Direction: Tyson Foersterling
